Paid for Comment, Part Four.

Our editor got stuck in Iceland (not Kerry Katona's hangout - the country) hence we went a little quiet. He's OK, a little shaken and looks like he's come out of a Laurel and Hardy explosion.

In the meantime I snuck out to a media exhibition for small and specialist publishers to share ideas and experiences. It was very interesting and great to know that there is not a single market or interest not covered by an incredible number of enthusiastic and skilled entrepreneurs. Everyone seemed to have a story to tell about how they were combatting weak revenues on and offline and having a ball doing it.

Honourable mentions to the likes of..

Stylist Media - Creating a network of female entrepeneurs. 

Songlines - Online retailer relationships.

K9 Media - Digital Editions and re-use of content.

Take a look at the conference review here... http://tinyurl.com/43hh3ax

One of the larger publishers not represented at The Specialist Media Show was United Business Media (UBM). We think that in terms of creating products that engage the user and please the sponsor, that there's no-one in B2B doing a better job. Their 'Built Environment' group are the ones really breaking the mould and are showing strong production standards in telling good and visual stories in online broadcast. Here is the first in series around sustainability in the Building trade.... http://www.building.co.uk/duluxtrade

There's a lot of good things happening in publishing and I daresay we will be looking to share them with you in the coming months.

jon@thepeloton.tv

www.thepeloton.tv

Paid for Comment, Part Three

We filmed at the PPA's annual Publishing conference on May 4th. If ever there was a bunch of people looking for a break then there were 526 of them, about an A4 expense sheet away from Westminster Bridge.

The Professional Publishing Industry loves a bullet point and, not to disappoint, here are our conclusions:-

- The Publishing industry has suffered from a collective nervousness - until now.

- There is nothing better than seeing people who have taken a beating dust themselves off and start to fight back, even if they are a bit nerdy.

- A few enlightened and energetic individuals are all it takes to move on a group of chattering execs.

- Publishers have realised that people will pay for their content and sometimes pay quite hefty sums

- Print magazines are profitable and will remain so for some time (16-24 year olds are their biggest consumers)

- Get 5 B2B Publishing Directors in a room and they will still talk about Google rather than the subject at hand.

- The Buggles sang Video Killed the Radio Star. Not Elvis Costello.

- To some Social Media is a distraction, to others it's essential - anyone for an App?

- No-one and we repeat No-one knows how the publishing industry will look in 5 years' time.

- Video needs to be well produced as the only enduring non reader revenues are sponsorship. Here, Adrian of the Peloton tells you how...

 http://www.brandrepublic.com/news/1068709/ppa-2011-video-publishers-taking-advantage-video/

jon@thepeloton.tv

www.thepeloton.tv

Paid for Comment, Part Two.

Would you credit it, it's like the number 19 bus. You wait ages for a decent revenue model to come your way and then 4 come along at the some time!

 

On the face of it, publishing is in a state of psychosis. After 40-50 years of a very comfortable run, brimful of confidence, ideas and cash, it's all gone a little haywire.

There was a time when a publisher and their team could go to work confident that they would produce their information-packed newspaper for an eager audience full of high-price recruitment and branding ads. That was 10 years ago. Since then the internet, the recession, nervous marketing managers and corporates, the internet, customer data, increased competition, social media and the internet has turned that once well coiffed and handsome publisher into a nervous, confused wreck who gets out of bed every day fearing the worst.

However we at The Peloton spy some green shoots of confidence in Publishing Central.This article in The Guardian paints a picture of an industry finally getting to grips with the challenges of the last 10 years.... http://www.guardian.co.uk/media/2011/apr/25/trade-magazines-online-only.

In The Peloton's dealings with publishers, we see similarly bold and thoughtful people beginning to make their mark with content solutions for their clients. Thus allowing them to pay for their own independent and well crafted content.

Remember, these organisations have the greatest strength of all. They know with their eyes closed how to produce the right information for their audience. Specialist and professional content requires paying for and it is thrilling to see the likes of UBM and Incisive Media charging their readers for it - and charging a lot.

With metered paywalls, ad funded content, subscription content, sponsored video, the future is far from bleak for B2B publishers. In fact, we'd go as far as saying that the goldrush starts here... 3rd May 2011.

jon@thepeloton.tv

www.thepeloton.tv